There’s an irony in the fact that the more industry-oriented and practice-based degree programmes thought to be necessary for rebuilding our economy, are among those that present most challenges when it comes to reimagining Higher Education for a post Covid-19 world. In having to review what we teach, and how we teach it, we have inevitably found ourselves returning to more fundamental questions of purpose and value. It’s amazing how recent assertions about “low-value” degrees, based on graduate earnings, seem so strangely anachronistic on a Thursday night in “lockdown Britain”. In a recent post for WonkHE, we discuss what we can learn from how our own graduates’ attribute value to their undergraduate experience, from the perspective of post-university employment.
Tagged / value
The third edition of the enduring public relations text, Evaluating Public Relations, has been published by Kogan Page. Much revised by authors Professor Tom Watson (Media School) and former lecturer Paul Noble, the book has greater emphasis on the measurement of social media and concepts of value created by that communication.
“When the first edition of Evaluating Public Relations came out in 2005, it mostly dealt with the measurement of media relations activity”, Professor Watson said. “In it, we included a chapter on how to measure PR-influenced coverage on a no- or low-cost basis. An updated version is included in the latest edition.
“But the world of PR practice has moved on and so the book includes the measurement and evaluation of social media, more focus on outcomes rather than outputs, and advice to meet increasing demands that PR/communication delivers value to the organisation.”
Professor Watson said that the new edition calls for PR/communication practitioners to take “a big step forward in the planning and strategy-setting processes.”
“Not only should communication objectives align with organisational objectives, but practitioners must ensure that communication is part of the organisation or client’s own objectives.”
The third edition includes new and revised chapters based on Professor Watson’s research into the history of PR measurement and his work, with Professor Ansgar Zerfass of Leipzig University, on methods of performance management in PR/communications.
Demonstrating the public value of research will be a significant part of the forthcoming REF exercise. Most major funding bodies now require an impact statement as part of the application process. Universities are being required to demonstrate that their research offers value for money and tangible benefits outside of the academic sphere. This is easier in some disciplines than others, with many people believing the arts, humanities and social sciences (AHSS) will struggle to demonstrate impact.
The Public Value of the Humanities, recently published by Bloombury Academic and edited by Prof Jonathan Bate (University of Warwick), demonstrates how the AHSS discplines can demonstrate that their research has public impact, benefit and value.
For a full review of the book see the review on the THE website.
You can buy this book on Amazon.